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Does CSR influence sustained competitive advantage and behavioral outcomes? An empirical study in the hospitality sector

Tahir IslamFaculty of Management, Prague University of Economics and Business, Prague, Czech RepublicMuhammad Mumtaz KhanBahria Business School, Bahria University, Prague, Czech RepublicAbdul GhaffarYing WangWilliamson College of Business, Youngstown State University, Prague, Czech RepublicMuhammad Shujaat MubarikCollege of Business Management, Institute of Business Management, Karachi, PakistanImtiaz Haider AliHigher Education Commission Pakistan, PakistanZubair Ali ShahidInternational Business & Entrepreneurship, Adelaide Business School, Adelaide, AustraliaMahmood RehmaniAnshuman SharmaDepartment of Marketing, College of Business Administration, Ajman University, Prague, Czech Republic

2022en

ABI

Annotatsiya

This research examines the underlying mechanism through which corporate social responsibility (CSR) influences customer loyalty in the hospitality sector. A survey conducted in three popular tourist cities in China reveals that CSR positively impacts customer loyalty through institutional-level constructs, including corporate image and sustained competitive advantage, and individual-level constructs, including customer trust and customer satisfaction. Moreover, the core capabilities of organizations moderate the effect of CSR on corporate image and sustained competitive advantage. Corporate image sustained advantage, and customer satisfaction also mediates the relationship between CSR and customer loyalty. The theoretical and practical implications of these findings are discussed.

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Identifikatorlar

DOI: 10.1080/21639159.2022.2098157

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